Project 6: Save the Children-Theory Notes

advertising strategies and techniques

Kellogg's: a product

Kellogg's is a company mostly known for producing cereals. Since the Beijing Olympic in 2008, Michael Phelps, the 23-year-old Olympic swimming champion, has made a contract with Kellogg as a corn flakes spokesman. However, after a photo of him smoking a marijuana pipe was exposed on internet, Kellogg's decided not to pursue the new contract with him because "his behavior from the picture was not consistent with the image of Kellogg's." Not only did he get cut, he was also suspended from competition and denied financial support for three months by the national governing body of swimming. Kellogg's demand has not been affected as much since Phelps's picture did not become as controversial as it expected it to. However there are some boycotting actions from drug users against Kellogg's for dropping Phelps.

For the actual advertising, Kellogg put in the head shots of Michael Phelps in their products and because it has not been long since they signed the contract, there are no actual commercials with him in them. By putting a picture of him on their products, Kellogg's tried to prove that their products are healthy.

Tag Heuer: a brand

Tag Heuer is a famous brand that produces watches, mobile phone and eyewear. When consumers think of Tag Heuer, they immediately remind themselves of luxury and brand. This is due to the celebrities that it employs for commercials. Some of its spokesmen include Leonardo DiCaprio, Tiger Woods, Maria Sharapova, Shah Rukh Khan and Lewis Hamilton. As can be seen, they are all the bests in their areas and are recognized individuals.

Tiger Woods, a renowned pro golfer, recently went through a scandal of adultery. He apparently cheated on his wife, Elin Nordegren, several times with various women and now, customers do not have a positive view on him anymore. Despite of the fact that customers turned their backs against him, TAG Heuer still supports him. According to the brand, Tiger Woods and the brand has maintained a friendly and productive relationship. Therefore it will continue its contract with Tiger Woods.

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Amnesty International:a social, economic or environmental cause

Amnesty International is a non-governmental organization that campaigns for internationally recognized human rights for all. It holds more than 2.2 million members and subscribers in more than 150 countries. Amnesty International in Switzerland published new outdoor campaigns on May 29th created by Walker Werbeagentur Zuerich. In this campaign, the tagline above says "Es gescheint nicht hier aber jetzt." or "Cela existe. Pas ici, mais maintenant." These are German and French translation of "It's not happening here but it's happening now." By using transparent billboards, it allows the viewers to feel as if the scene is happening right beside them. It arouses sympathy from the viewers.

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